The advertising bubble

Hard words about the online advertising bubble, from Maciej Ceglowski:

The prognosis for publishers is grim. Repent! Find a way out of the adtech racket before it collapses around you. Ditch your tracking, show dumb ads that you sell directly (not through a thicket of intermediaries), and beg your readers for mercy. Respect their privacy, bandwidth, and intelligence, flatter their vanity, and maybe theyโ€™ll subscribe to something.

This route is not wrong, it would even make it easier to manage content blockers since the ads wouldn’t be laden with third party spy scripts. However, it does require a sales organization capable of reaching not only ad buyers, but premium ones at that. That costs a lot of money, which has to be earned by even more ads. It’s never as easy as it sounds, is it?

Have you read <em>Haunted Futures</em> yet? cover

Have you read Haunted Futures yet?

I’ve got a story in the science fiction/near future anthology Haunted Futures, together with the likes of Warren Ellis and Tricia Sullivan. Check it out!